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CHAPTER 22

22. The (online) marketing mix, all in summary

The rise of the Internet and with it the development of online marketing has raised the ques-
tion whether the well-known 6 Ps of marketing are still relevant. After all, online marketing is
said to be a new kind of marketing concept in which another marketing mix is applicable and
the existing elements of the traditional mix cannot be applied in full. To answer the question
whether the well-known 6 Ps can also be applied to online marketing: yes, that is certainly pos-
sible. However, it is necessary to be somewhat flexible with the definitions of the elements in
the mix.

In this chapter, we will see how the marketing mix can be applied to the online world. For exam-
ple, we will clearly see what touchpoints there are and how they can work together in the mix.

The 6 P's of the marketing mix

1: Product
2: Presentation
3: Promotion
4: Price
5: Place
6: People

On the next page you will find the overview of the marketing mix for online marketing. We will
go into the details in the remainder of this chapter.

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